I've been there, done that, squandered time/energy/money and then some more, in search of clarity, meaning, and ultimately getting unstuck and on that certain path of becoming, as an digital entrepreneur, as a human being.
If you don't have a clear and focused digital message when it comes to measuring a bottom line sales and marketing goal, then frankly, you're wasting time and energy. Squandering precious resources like money in this way is a kind of shameful ignorance.
Once a year I run a special workshop to guide digital entrepreneurs and professionals to get a grip on their digital messaging. I love designing content frameworks and have been doing this since my early days in digital content specifically for search optimization.
Before anyone understood how Google work and how a user search query was matched, we were practicing the art of content positioning, before appropriate measurement tools were available.These were days where the visible result in rankings were obtained by outsmarting others technically, the it turned to the ability to articulate value.
Until the technical advantage got eliminated on April 24th, 2012 it was easy for people like me, with industrial signaling design and implementation. After that it was about the semantic value,
These were turbulent times because those who wanted flashing lights couldn't understand that they needed to pay for the electric bill. In other words, search rankings were language dependent and understanding the language of the user would help position value better, instead of swimming with the sharks in competition ‘frenzy' waters.
I call the session I run ‘Semantic Alignment' which actually helps us make sense of the nature and meaning of our own content, and using Google's natural language processing to measure the gap between what we ‘intend' and what Google expects.
This ‘Semantic Alignment Gap' is what we measure and bridge, in order to improve the result Google is after in terms of Relevancy and Quality, in terms of Content. This is our goal, the rest is just one big Cybernetic feedback loop with infinite loops within and without.